adidas: first-half 2026 sales up to €13.3bn, €212m invested in 2026 World Cup marketing

adidas AG generated revenue of €13.335bn in the first half of 2026 (from 1 January to 30 June 2026), up 13% in euro terms (H1 2025: €12.105bn) and 14% on a currency-neutral basis, "as the strengthening of the euro against several currencies led to an unfavorable translation impact," the German group announced on 30 July 2026.

The group's gross margin stood at 51.8%, compared with 51.9% in the first half of 2025, "despite external headwinds." Net income for the period reached €882m, up 9%.

Operating profit increased by 11% to €1.279bn for the half-year, including a 5% rise in the second quarter (€574m), "despite € 212m higher marketing investments into successful 2026 World Cup campaigns and activations (out of a total of €924m in the second quarter of 2026, up 30% year-on-year)."

As a FIFA…